CleanCo’s spirits rise with Ben Stokes’ backing

An alcohol-free spirits company has bowled over the market by securing investment from a cricketing legend, fuelling plans for global growth and category dominance.

CleanCo, founded by entrepreneur and former Made in Chelsea TV personality Spencer Matthews, has secured a cash injection from England cricket captain Ben Stokes as part of a wider $5 million fundraise. 

The pair will now act as brand partners across the UK, US and emerging markets.

CleanCo, known for its 0.0 per cent alternatives to gin, rum, tequila and whiskey, is on track for cash-flow positivity and already commands a strong retail presence in a booming market estimated to be worth $13 billion globally.

Ben said: “I’m thrilled to come on board as an investor and brand partner in CleanCo.

“Funnily enough, I had originally toyed with the idea of creating my own alcohol-free spirits brand before getting to know CleanCo. 

“Discovering that they are the best in the game and their products are really that good, I knew that I wanted to be involved in a serious capacity.  

“Getting to know Spencer, the team and the category potential only fuelled my intent to be part of this pioneering brand.”

Spencer, who is also a Guinness World Record holder, having completed 30 marathons in 30 days, raising more than £600,000 for Global’s Make Some Noise charity, added: “I believe in enjoying life to the fullest but with clarity, intention and control.  

“I’m delighted to have Ben join us and bring the CleanCo brand to millions more across the UK and beyond.  

“I’ve really enjoyed getting to know Ben more, realising how many joint ideals we share in terms of life, athleticism and business. 

“Ben’s investment signifies the scale of the alcohol-free category, which is now worth over $13 billion.

“What was once considered niche, five years ago when we started CleanCo, is now being championed by one of the biggest sports stars in the world.”

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